Interestingly, pet parents are a niche market that is often overlooked. This is surprising, given that 56 percent of all households in the United States own at least one pet, according to the American Veterinary Medical Association (AVMA).
Not only are there lots of pet parents in the country, but they also spend a lot to take care of their furry friends. Indeed, they don’t hold back when it comes to pet food, treats, personalized dog blankets, veterinary care, and more. In fact, sales for pet products and services are expected to reach 99 billion dollars in 2020.
As you can see, failing to cater to pet parents means you’re leaving money on the table. The good news is that it’s never too late to get started. That said, here are a few creative marketing techniques you can use to grab the attention of this lucrative audience:
Make Them Smile with Merch
There are few things that pet parents love more than buying presents for their furbabies. Hence, you can’t go wrong with selling or giving away pet-specific products that have been customized with your company’s branding.
By making use of promotional items, you can help build your brand awareness and brand recall. Put simply, the former is defined as how conscious a potential customer is about who you are and what you offer. Meanwhile, the latter refers to how well they remember your brand when they need your products or services.
For best results, you’ll want to make sure that your promotional items are well-made. Remember: people will associate your branded items with the quality of your actual products or services.
Establish Yourself as an Expert with Blogs
One of the major benefits of blogging is how effectively it can boost your business website’s search engine optimization (SEO). This is all thanks to the fact that search engines love fresh, valuable content. Thus, blogging content-rich posts is an easy and inexpensive way to improve your brand’s search rankings, especially when targeting pet parents.
In addition to enhancing your SEO, blogging can also encourage customer engagement. That’s because blogging anthropomorphizes your business, making it feel more human. And sharing worthwhile content that’s relevant to pet parents’ concerns establishes your brand as a reliable source of information, which can help foster customer trust. All these can help you build rapport with pet owners, as the absence of face-to-face interaction can make it difficult to do so otherwise.
The best part is that starting your own blog is easy. Generally, you can choose from one of many free website providers or invest in your own webhosting. If possible, try to zero in on a specific area or niche in the pet industry that others haven’t written about extensively yet. This can help you become recognized as a pioneer in the pet blogosphere.
Use E-mail Effectively
Most businesses don’t see much of a point in using e-mail to market to their customers these days. But according to a group study, there were over 3.8 billion active e-mail users in 2018. This number is only expected to increase as more and more people gain access to the internet around the world. And though not all people may own accounts on specific social media networks, almost everyone does own an e-mail address.
For this reason, your business is most likely to gain your customers’ attention through e-mail marketing. You could start by creating interesting e-mail campaigns that can motivate pet parents to check out your website. You can also use e-mail to notify customers of exclusive promos, upcoming events, and discounts that they can avail of for their furry friends.
Get Savvy on Social Media
According to various studies, the average number of active social media users is around 3.5 billion per day. Additionally, nearly 68 percent of all adults in the US use Facebook, spending an average of three hours per day scrolling through their timelines.
Given this data, it makes sense to use these platforms to promote your business to reach pet parents. After all, they love to share photos and stories about their pets on their personal feeds.
However, you should take great care with your tone and language so as not to turn off your customers. Otherwise, you may end up sounding too cold or impersonal, causing your audience to view you as nothing more than a faceless corporate entity.
So whenever you communicate with your customers, avoid hard-selling. Instead, always come from a place of help. When pet parents can sense that you’re being genuine, they’re more likely to patronize your business.
Doing business in the twenty-first century involves being more agile and reactive to a highly dynamic environment. Truly, it simply isn’t enough to have a great product anymore. To stand a fighting chance, companies will want to sell not just to their main market, but to lucrative niche markets that they may have overlooked.
So if you’re planning on selling to pet parents, keep all of these marketing techniques in mind. Done well, you can expect your brand to thrive in an extremely competitive and increasingly wired world.
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